4 Questions to Answer Before Producing a Corporate Video
Founder & CEO, OpenBox Strategies
Telling your company’s story through video isn’t just a trendy way of digital marketing, it’s also an excellent way to generate content across a variety of platforms. As you determine the story you want the final video to tell, take careful considerations early on to avoid headaches down the road.
- What’s the call to action?
Like the small business website too many owners see as just a money-suck, the corporate video can be a total waste of time if it’s not produced with a goal in mind. Videos are great tools to humanize a large corporation or to demonstrate visually excellent customer service or quality handiwork. They’re windows into how your company does business when they’re done correctly. Be sure to decide exactly what you want anyone who watches the video to feel when they’re finished watching, particularly in terms of the buying cycle. Answer the question, Why will someone who watches this want to eventually do business with us?
- What is the format (live action/explainer?)
Depending on what the video is designed to accomplish, you want to determine the format. Common concepts include client testimonials, Q&A with employees or leadership, or graphics-heavy explainer videos. Depending on the call to action, the format should vary.
- It’s not a crazy TV commercial
Once the company commits to doing a video, everyone in the room suddenly becomes a Madison Avenue agency creative with grandiose ideas and complex visions. In most cases, the project will still be on a budget with limited resources. While brainstorming progressive and creative ideas is a fun exercise, be sure to remain in the scope of exactly what you want to accomplish. The staff appearing on camera, while certainly willing to participate, aren’t professional actors. Keep the project realistic.
- Storyboard it out
Even if you decide to contract a firm to do your video, spend time on a rough storyboard. This will help solidify the ultimate goal of the video. A creative support team will help you refine that idea and give important, necessary feedback. Without framing the goal of the video, you also run the risk of significant overruns on hourly fees, especially when working with legacy agencies (and something we’ve ditched entirely at OpenBox.)